Talking Insights

Wilko Rozema on the future of insights: why validation, not hype, will decide who wins

AI and synthetic data are moving fast, but the real competitive edge in insights is no longer speed alone. Wilko Rozema of Dynata breaks down why the next phase belongs to companies that can validate what they collect, protect data quality, and adapt before the market leaves them behind.

Dynata is one of the largest first-party data providers in the world, and Wilko explains how that position is changing as agencies, brands, and research teams race to balance cost pressure, shorter timelines, and smarter use of AI. He also gets into the tension most people are not talking about enough: synthetic models can look confident, but without verified real-human data behind them, the risk to business decisions grows fast.

Wilko also shares what agencies and insight teams often miss when they focus on methodology but overlook the quality of the data feeding it. His message is blunt: if the inputs are weak, the output will not save you, no matter how advanced your tools look.

Essential listening for insight leaders, agency teams, data professionals, and anyone trying to make sense of the AI and synthetic data shift without getting swept up in the hype.

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Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

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If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

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Esomar 2025 

Young researchers are reshaping market research and sharing what they’ve learned along the way.

In this conversation from Esomar Congress, Molly Strawn-Carreno and emerging researchers discuss AI, bias, cultural nuance, mentorship, and building a career in a changing industry.

Hear why curiosity and human connection still matter, how culture can shape research responses, and how bias in questionnaire design can affect results before research even begins. The group also shares practical advice for early-career researchers: do your homework, seek opportunities, and build relationships with mentors.

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Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

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If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

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Esomar 2025 

Qualitative research veteran Isabelle Landreville joins Molly Strawn-Carreno to discuss how AI is reshaping research—and why human judgment, critical thinking, and relationship-building matter more than ever. They also explore Canada’s distinct research cultures and the industry’s responsibility to mentor emerging talent.

Send us Fan Mail

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Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

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Esomar 2025 

What should come first: an AI strategy or a business question? 

Isabelle Lacarce Paumier, Global Group Head of Data and Marketing Analytics at Nestlé, makes the case for starting with the business opportunity—and building the data foundation needed to turn insight into action.

In this episode of Esomar Talking Insights, Isabelle shares lessons from creating and scaling marketing analytics at one of the world’s largest companies. She explains why Nestlé invested in data quality and relevance before scaling AI, how to experiment on a small scale before rolling out what works, and why insight professionals need to pair technical expertise with persuasive storytelling.

In this conversation:
- Why business questions should lead data and AI strategies
- How data quality and relevant data foundations support better decisions
- Why starting small can help organisations scale more effectively
- How storytelling helps turn analysis into business action
- What Isabel expects from research agencies: quality, innovation, and added value
- Why insight teams should focus on fewer, higher-impact projects
- Career advice on being courageous, stretching yourself, and building broader business experience

If you work in insights, analytics, marketing, or research, this conversation offers a practical perspective on making data more useful and making sure the work leads to meaningful business impact.

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

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Esomar 2025 

Everyone wants to jump to AI.

But the real advantage? Getting your data, questions, and team aligned first.

At the Esomar Congress in Valencia, the new AI Alliance made one thing clear: AI is not a strategy - it’s a tool.

You need a common language before you can scale.

The best teams are building in public, testing, failing, learning, and improving.

And the best part?

They’re creating safe spaces for people to talk honestly about what’s working and what’s not.

That’s how industries actually move forward.
If you’re leading AI adoption right now, save this for later.

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

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Esomar 2025 

Welcome back to Talking Insights. 

In this episode, we sat down with John Cohen, CEO and founder of Kindling EVA, and Saul Cohen, the company’s co-founder and Head of Product, to explore one of the most important questions in AI today: can machines truly understand human emotion?

Together with their team of emotion scientists and developers, John and Saul spent two years identifying what was missing from existing emotion analytics before building a new model designed to better reflect how people really feel. Their work has already been used by global brands like Sky, Unilever, Kellanova, Leo Burnett, and more to help shape products and communications that connect more effectively with audiences.

The conversation goes deep on the complexity of emotion—especially sarcasm, nuance, context, and cultural differences—and why simplifying feelings into a handful of categories can lead to the wrong decisions. John also shares insights from his book, Asking for Trouble, while both guests discuss the future of emotion AI, the risks of synthetic respondents, and why human oversight still matters.
If you’re interested in market research, AI, product development, or the future of understanding people, this episode is packed with thoughtful takeaways about how technology should support, not replace, human insight.

Learn more about Jon's book: https://askingfortrouble.net/ 

and about Kindling EVA: https://www.kindlingeva.com/ 

Send us Fan Mail

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Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

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Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

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Esomar 2025 

The landscape of trust, technology, and human behavior is shifting faster than ever—are we prepared? 

Michelle Harrison, the global president of Varian Group, is a renowned expert in public opinion, behavioral science, and social change, advising global leaders and organizations on societal transformation and inclusive leadership. Her insights into the future of trust and technology are more relevant than ever.

In this episode, Michelle shares insights that could redefine how we understand society’s biggest challenges. From the rise of AI and synthetic data to the declining trust in institutions, this episode dives deep into the forces shaping our world and what we must do to stay ahead.

Tune in to explore how we can harness emerging tech responsibly, rebuild trust, and create more inclusive, resilient societies. 

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

• Follow us on LinkedIn - http://bit.ly/2Drifcg

Esomar 2025 

Most organizations are unknowingly killing the very human touch that makes AI truly valuable. 

Manuel Garcia-Garcia reveals why focusing solely on accuracy and speed in AI systems is a mistake—and how empathy, trust, and human oversight are essential for AI to work with us, not without us.

In this episode, Manuel shares eye-opening insights from his upcoming book, Smarter Together, which explores how we think, feel, and decide alongside AI. Discover why AI’s role isn’t to replace human decision-making but to augment it—whether in healthcare, government services, or daily life. 

You'll learn why blindly trusting AI can be dangerous, and how intentional design of workflows and human-AI interaction boosts trust, reduces mistakes, and makes systems more effective.

We break down critical topics such as the paradox of AI trust—why we trust it quickly but also lose confidence fast. Manuel discusses the risks of over-reliance, how to maintain human oversight, and the cultural differences affecting AI adoption worldwide. Plus, get practical advice on how research professionals and organizations can shift from automation for its own sake to AI-powered augmentation that makes us smarter and more human-centered.

This episode is essential listening for leaders, data scientists, researchers, and anyone eager to harness AI responsibly. If you want AI to empower rather than replace, this conversation provides the strategic mindset—and concrete tactics—to make that a reality. Don’t let AI outpace your understanding—learn how to make it work for the human experience.

Manuel Garcia-Garcia is a renowned expert in consumer neuroscience and AI psychology. As an author and thought leader, he’s dedicated to exploring the nuanced relationship between humans and AI—and how to design systems that respect our cognitive and emotional complexity.

Get ready to rethink AI. This isn’t just an episode about technology; it’s about mastering the human side of innovation.

Learn more about the upcoming book Smarter Together here: https://www.amazon.com/dp/100973458X 

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

• Follow us on LinkedIn - http://bit.ly/2Drifcg

Esomar 2025 

Unlock how AI is revolutionizing consumer insights—shifting from slow, project-based research to an always-on, real-time understanding of people's needs and contradictions. Ester Marchetti, Chief Innovation Officer at Bolt Insights, reveals how advanced AI tools are enabling brands to connect more authentically with consumers, uncover hidden truths, and make faster, more impactful decisions in a rapidly changing world.

In this episode, Ester shares compelling stories of AI-generated personas bringing real consumer struggles to life, transforming the way brands see and engage their audiences. You'll discover how AI enhances, but doesn't replace, the critical human skills of storytelling, judgment, and interpretation—showing why the future of insights is a perfect blend of technology and human expertise. We break down how insights professionals can develop storytelling muscles and critical thinking to remain indispensable in an AI-driven landscape.

Ester discusses the pivotal moment when AI moved from simple automation to a powerful, interactive force that makes consumer conversations more genuine and nuanced. She highlights the broader shift towards continuous intelligence ecosystems that respond instantly to market changes, enabling companies to act on real-time data instead of waiting months for reports. If you're a market researcher, brand strategist, or innovation leader eager to stay ahead, this episode teaches how to embed AI into your insights process without losing the human touch.

And as Ester prepares to host her upcoming master class at the Esomar Asia Pacific 2026 | Beyond Balance conference in Tokyo, she shares invaluable insights on how AI can underpin strategic storytelling and decision-making. Plus, catch Ester live on stage at the Esomar Asia Pacific 2026 | Beyond Balance, where she'll delve deeper into these transformative insights. This is essential listening for anyone passionate about understanding and connecting with consumers in a faster, smarter way—because in the future of insights, it’s human stories powered by AI that will lead the way.

Learn more here: https://esomar.org/events/asia-pacific-2026-tokyo 

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

• Follow us on LinkedIn - http://bit.ly/2Drifcg

Esomar 2025 

Most brands struggle to grow consistently, not because of market conditions—it's the leadership decisions that make or break sustained success. 

Lucas Hulsebos, CEO of DVJ Insights and author of The Growth Decision, reveals the hidden architecture behind what separates unstoppable brands from those stuck in stagnation.

In this eye-opening episode, Lucas shares insights from over 20,000 interviews with marketing professionals worldwide—uncovering the real strategic growth gap that leaders often overlook. You'll discover why growth is less about luck and more about deliberate, structural choices that shape a brand's future. From KPIs and culture to decision-making in the age of AI, Lucas breaks down the critical habits and structures high-growth companies employ—like maintaining focus on core competencies, embedding purpose in culture, and making decisive leadership calls that sustain momentum over years.

We dive into concrete frameworks such as the growth paradox and the strategic growth cap, explaining why many companies falter when they neglect these principles. You'll learn how emphasizing demand-driven metrics, establishing a strong company culture, and choosing the right investment priorities can unlock explosive, sustainable growth—or bring stagnation if ignored.

This episode is essential for CEOs, marketing leaders, and entrepreneurs serious about breaking free from growth stalls. The stakes are clear: without making these hard leadership choices, your brand risks falling behind in an increasingly competitive landscape. But with the right insights, you'll discover how to turn structural decisions into your greatest growth engine.

If you're tired of guesswork and want to adopt proven leadership strategies that build long-term brand health, this conversation is your blueprint. 

Whether you're scaling a startup or revitalizing an established company, Lucas’s insights will challenge your assumptions and inspire bold, strategic action.

Learn more about the Book here: https://www.dvj-insights.com/nl/book-the-growth-decision

Send us Fan Mail

-----------------------------------------------------------------------------------------------

Talking Insights is a Research World and Esomar production. 

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

-----------------------------------------------------------------------------------------------

If you’d like to be featured in a future episode or share your story, send us an email at [email protected].

-----------------------------------------------------------------------------------------------

Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a

• Follow us on LinkedIn - http://bit.ly/2Drifcg

Esomar 2025